Brian Schultz, cofundador y CEO de Magnetic
In the pursuit to understand Millennials behavior and preferences, marketers found that the same patterns apply to the rest of the consumers. Millennials are proving to be cultural trailblazers for older and newer generations. The interesting trend I’m seeing is that these traits are bleeding beyond this demographic said Brian Schultz, co-founder and CEO at Magnetic. Magnetic, an experiential agency based in New York, has the tenet of pleasing consumers through significant brand experiences. Research they have gathered shows that consumers today are broadly catching on to the notion that experiences make them happier than buying fancy things. Non‐essential categories, including vacations and dining out, are expected to see the greatest gains. Chipotle’s success follows this trend: It’s an experience restaurant where consumers know they can always get a customizable meal, relatively healthy fast food that suits their preferences Schultz argued. Nowadays experiences are also what people increasingly use to define themselves across social channels. Most people prefer to see a trip to Angkor Wat or pictures of their baby on the beach in Tulum versus photos of a Vuitton bag or a new pair of Louboutins the CEO said. It follows that marketing budgets should shift, too Schultz said. Advertisers are thinking beyond channels like TV, outdoor or online, and starting to focus on how to create moments of enjoyment for their customers.
